In this episode I am speaking with Jonathan Trimble, founder of And Rising, to discuss the topic of conscious brands. Jonathan shares insights from And Rising's work in the consciousness space, ensuring both positive impact and founder well-being. We delve into the importance of a brand's consciousness and how it relates to consumer self-identity. The conversation highlights the shift in brand storytelling, with an increased focus on product origins and sustainability. We also discuss the focus that brands must have on putting functionality first for eco-friendly products and the need to offer superior alternatives. Jonathan emphasizes the importance of providing opportunities for consumers to engage with brands beyond purchasing products. He also shares his hope for a future where regenerative business models dominate. The episode wraps up by talking about the challenges faced by founders in maintaining their well-being and balancing their mission with self-care and how And Rising is helping. Tune in as we talk about:[00:00] Introductions[02:49] Jonathan tells us about what And Rising is all about and what conscious branding and conscious companies mean to them.[07:09]  How do brands drive consumption of their products while also framing it as something that will actually is making a perceptible difference in the world?[10:15] How does And Rising make sure that the brands they are working with aren't just talking the talk, but are actually walking the walk of consciousness as a brand?[15:08] How much of the operational details should be shared with the consumer when marketing and branding a conscious brand?[19:28] How do companies make sure they don't niche down too far into only the most hardcore consumers with their messaging?[20:36] What are some ways that brands can get consumers engaged that don’t include purchasing?[25:51] How do founders of conscious brands differ from ordinary founders?[29:19] How does And Rising work with founders to make sure that they're not just making the world a better place, but that they're able to be in a good place in the world as well?Follow Christine Gritmon on Twitter: @cgritmon and join her each Tuesday for the #ChatAboutBrand Twitter chatSubscribe to the Let's Talk About Brand Newsletter that goes out every Monday to ensure you don't miss a beat!Listen to Let's Talk About Brand on your favorite podcast platform!You can listen and subscribe to all of Adweek’s podcasts by visiting adweek.com/podcasts.Stay updated on all things Adweek Podcast Network by following us on Twitter: @adweekpodcasts.And if you have a question or suggestions for the show, send us an email at podcast@adweek.com. Hosted on Acast. See acast.com/privacy for more information.